A data profile of the people who buy, follow and care about Backyard in United Kingdom — modelled from more than twelve digital signal sources. Backyard has an estimated audience of 4,164,836 people in United Kingdom.
The average Backyard fan in United Kingdom is 46.4 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Do it yourself (DIY), Starter home, Ornamental plant, with strongest over-indexing on Do it yourself (DIY) (3.41× the country average).
Demographically, the Backyard audience skews balanced with an average age of 46.4, and over-indexes on personality traits such as Pet Ownership, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Backyard fan in United Kingdom is balanced, around 46.4 years old, with strong Pet Ownership tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Backyard profile in United Kingdom.
54.0% are female, 46.0% are male, average age 46.4.
| Metric | Value |
|---|---|
| Female | 54.0% |
| Male | 46.0% |
| Average age | 46.4 |
| Estimated audience size | 4,164,836 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 13% | |
| 30-39 | 19% | |
| 40-49 | 25% | |
| 50+ | 37% |
of the worldwide Backyard audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 34.7% |
| United Kingdom | 6.4% |
| Germany | 5.7% |
Where the Backyard audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~200K | 1.36× | |
| 02 | Yorkshire and the Humber | ~400K | 1.24× | |
| 03 | North East | ~200K | 1.13× | |
| 04 | England | ~3M | 1.05× | |
| 05 | Northern Ireland | ~100K | 1.03× | |
| 06 | Wales | ~200K | 0.99× | |
| 07 | South East | ~500K | 0.98× | |
| 08 | Scotland | ~300K | 0.93× | |
| 09 | South West | ~300K | 0.93× | |
| 10 | East of England | ~300K | 0.92× | |
| 11 | East Midlands | ~300K | 0.90× | |
| 12 | North West | ~400K | 0.80× |
The strongest cross-interests of the Backyard audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sotheby's | Business & Career | 8.12× | ||
| 02 | Starter home | Home & Garden | 5.86× | ||
| 03 | Ornamental plant | Home & Garden | 5.70× | ||
| 04 | Greenhouse | Home & Garden | 5.68× | ||
| 05 | Lawn mower | Home & Garden | 5.13× | ||
| 06 | Mobile home | Cars & Mobility | 4.64× | ||
| 07 | LED lamp | Home & Garden | 4.09× | ||
| 08 | First-time home buyer grant | Home & Garden | 3.57× | ||
| 09 | Do it yourself (DIY) | Home & Garden | 3.41× | ||
| 10 | Art exhibition | Arts & Culture | 3.19× | ||
| 11 | Microwave oven | Home & Garden | 3.03× | ||
| 12 | Mortgage calculator | Home & Garden | 3.01× | ||
| 13 | Property finder | Home & Garden | 2.83× | ||
| 14 | Fine art | Business & Career | 2.41× | ||
| 15 | Home Appliances | Home & Garden | 2.33× | ||
| 16 | Breaking news | Movies & TV | 1.95× | ||
| 17 | Energy | Home & Garden | 1.92× | ||
| 18 | EBay | Shopping | 1.92× | ||
| 19 | B&Q | Shopping | 1.88× | ||
| 20 | Home improvement | Home & Garden | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 2.25× | |
| Quality Awareness | PREMIUM | 2.22× | |
| Urban Lifestyle | OPEN | 2.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.86× | |
| Social Media Usage | JOY | 0.90× | |
| Spirituality | BALANCE | 0.94× |
Backyard has an estimated audience of 4,164,836 people in United Kingdom, concentrated in England and South East.
54.0% of Backyard fans are female, 46.0% are male, with an average age of 46.4 years.
Backyard fans show strongest brand affinity for Do it yourself (DIY) (3.41×), Starter home (5.86×), and Ornamental plant (5.7×) over the country average.
Backyard fans in United Kingdom are most concentrated in England (reach ~3M), South East (reach ~500K), and Yorkshire and the Humber (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Backyard itself, the audience over-indexes on Starter home (5.86×), Ornamental plant (5.7×), Mobile home (4.64×), and Greenhouse (5.68×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Backyard. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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